Apple Raises iPhone and Mac Prices as Memory Costs Surge
Apple has increased prices across its iPhone lineup and several Mac products as rising memory and storage costs add pressure to consumer electronics.
Apple has raised the prices of several of its products in 2026, with the latest increases affecting both new and existing iPhone models. The company introduced the iPhone 18 Pro and iPhone 18 Pro Max in September, with starting prices of $1,199 and $1,299 respectively, representing a $100 increase over their comparable predecessors. Apple also introduced the iPhone Duo, a new foldable model, with a starting price of $1,999.
The price increases have also affected older iPhones that remain available through Apple’s online store. The starting price of the iPhone 16 increased to $799, while the iPhone 17e now starts at $699, the iPhone 17 at $899 and the iPhone Air at $1,099. Each of these models received a $100 increase in its starting price.
Apple had already raised prices on Macs and iPads earlier in the year. The MacBook Neo increased from $599 to $699, the MacBook Air from $1,099 to $1,299 and the MacBook Pro from $1,699 to $1,999. The Mac Studio also saw significant increases, with some configurations rising by hundreds of dollars. iPad models were similarly affected, including the standard iPad, iPad mini, iPad Air and iPad Pro.
Apple has linked the increases to sharply rising memory and storage costs. The company said the rapid expansion of AI data centres has created unusually high demand for memory and storage components, putting pressure on supplies and prices. Apple CEO Tim Cook had previously described price increases as unavoidable as the company faced higher component costs.
The situation reflects a broader challenge for the consumer electronics industry as AI companies continue to build large-scale computing infrastructure. Memory manufacturers are facing strong demand for DRAM and NAND storage, while technology companies are adjusting product prices and configurations to manage higher costs. Apple has not indicated that the current increases will be the final adjustments, leaving future pricing dependent partly on component costs and supply conditions.
